The creation of a brand : La Rue
No Thumbnail Available
Date
2018
Authors
Journal Title
Journal ISSN
Volume Title
Company
URL
Shelf Location
Date
Abstract
"La Rue is an independent fashion label started by Manuel Krull in Berlin, Germany. La Rue focuses on capturing the life in the city of Berlin, inspiring local as well as foreign customers and artists to enjoy each others company. In addition to offering stylish and unique clothing pieces at an affordable price point, La Rue hosts events to establish a sense of community, online and offline, allowing customers to interact with one another. Additionally to giving local artists an opportunity and platform to be heard, La Rue inspires its customers to try new things and explore alternative outlets. In the past, Manuel Krull a had multiple experiences working at and hosting events through out Berlin. La Rue will be hosting a 48 hour pop up shop in Berlin inspired by the topic of refugees in Berlin. The pop up shop will serve as an event, highlighting the launch of La Rue, as well as giving a Syrian refugee the opportunity to display his artwork and conduct a live art show. La Rue is aimed at targeting middle class customers ages fifteen to thirty, with a general level of fashion awareness and interest in trends as well as seeking some knowledge in political matters. La Rue's customer base will buy products and visit events based on a communal factor which La Rue offers. Our customers are inclined to help others by supporting organizations which are set out to help those in need or actively participating. The paper allows the reader to fully understand the concept of La Rue and the mentioned pop up shop, describing the company in-depth. The main focus of the paper is research conducted in the importance of branding as a main marketing tool as well as giving the read the requirements La Rue's needs to take into consideration in order to run profitably."
Description
ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences